Grunt Style

We began by analyzing Grunt Style’s existing data, including sales analytics and customer behaviour trends. To gain internal alignment, we conducted workshops with various teams across the company, surveyed hundreds of employees, and synthesized insights into a common language that captured the essence of Grunt Style’s culture and values. Our goal was to codify these values to ensure they could be communicated clearly both to future team members and new customers as the company grew.

Next, we turned our focus outward. We recruited potential new customers for focus groups and surveys, leveraging third-party data to map the Total Addressable Market (TAM). By layering Grunt Style’s existing customer personas over this market data, we identified new growth opportunities and channels for engagement. The process resulted in a refined set of customer personas that reflected not only existing buyers but also new segments interested in Grunt Style’s brand of patriotism. Importantly, our research showed that even in a polarized climate, patriotism and shared values remained a strong point of connection for these potential customers.

The project provided Grunt Style with a clear and actionable understanding of its evolving customer base. With newly codified internal values and refined customer personas, the company is well-positioned to maintain its strong cultural foundation while continuing to expand.

The alignment between Grunt Style’s mission and the evolving expectations of new customers ensures that the brand can build on its success, fostering community growth while staying true to its core values. The insights gained from this project have not only informed marketing strategies but have also paved the way for sustainable long-term growth in an increasingly complex marketplace.